Chevron Left
Volver a Brand Management: Aligning Business, Brand and Behaviour

Opiniones y comentarios de aprendices correspondientes a Brand Management: Aligning Business, Brand and Behaviour por parte de Universidad de Londres

6,358 calificaciones

Acerca del Curso

Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals. The aim of the course is to change the conception of brands as being an organisation's visual identity (e.g., logo) and image (customers' brand associations) to an experience along "moments-that-matter" along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change. You will learn and practice the following skills: 1. How to build brands from a broad organisational perspective 2. How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome) 3. How to build brands in multi-brand companies, across cultures and geographies 4. How to measure brand health in new ways, that is, internally in addition to externally 5. How to value and capture returns to brands across the organisation - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets. This course allows you to develop the following aspects of yourself: 1. Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today 2. Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”...

Principales reseñas


19 de abr. de 2020

Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!


16 de mar. de 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.

Very insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

Filtrar por:

376 - 400 de 2,340 revisiones para Brand Management: Aligning Business, Brand and Behaviour

por Munira S

29 de jun. de 2020

por Soulin D

26 de abr. de 2020

por Vignesh R M

1 de ene. de 2020

por John O

31 de jul. de 2020

por Bettyboop S

23 de mar. de 2020

por Panagiotis K

27 de jul. de 2019

por Paria D

24 de jul. de 2022

por amaresh s

27 de may. de 2022

por Tanya K

26 de oct. de 2020

por Carolyn D L

7 de oct. de 2021

por Lewis N

12 de oct. de 2020

por Cecilia S

16 de ene. de 2021

por Carina R

13 de jul. de 2020

por Umar K

4 de nov. de 2022


12 de sep. de 2021

por Cherie J

5 de ene. de 2021

por Susana A

1 de jul. de 2020

por Vikas A

31 de may. de 2020

por Antonio U P

23 de nov. de 2021

por Thiago A

28 de sep. de 2020

por Silondile J

18 de sep. de 2020

por dhruvi s

27 de jun. de 2020

por Althea C

27 de abr. de 2020

por Vipul K

1 de dic. de 2021

por Cristina R

15 de may. de 2021